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1、Chinas Food&Beverage Industry WHITE PAPERApril 2024ContentsIntroduction-3Section I:Our survey on health perceptions-4Section II:The tribes of F&B consumers-12 Healthy food tribes-13 Coffee tribes-26 Alcohol tribes-36Section III:Chinas restaurants industry-48 Conclusions:What should brands focus on i

2、n the future?-55About Daxue Consulting-56IntroductionIn recent decades,Chinese dietary habits have undergone significant transformation,shaped by a complex interplay of factors extending beyond food choices.These shifts result from a higher level of prosperity,increased health awareness,exposure to

3、diverse cultures,and the pervasive influence of modern technologies and media.As disposable income rises,Chinese consumers increasingly prioritize the quality of their meals,leading to premiumization.This shift reflects a preference for freshness,quality,and natural ingredients over low prices and l

4、ong storage times.Consumers are opting for higher-quality products,even if it means paying a premium.Simultaneously,heightened health awareness is driving more consumers to focus on fitness and reconsider their dietary choices,leading to a growing demand for healthier food and beverage options.Phras

5、es like“0 fat,0 calories,0 sugar”(0脂0卡0糖)have become taglines on soft drinks,and a surge in healthy Food and Beverage(F&B)alternatives underscores this evolving preference.Fueled by the cosmopolitan Gen Z,a coffee craze has swept through major Chinese cities,presenting the beverage as a chic and ene

6、rgizing product.This trend has attracted both international and domestic players,resulting in a proliferation of coffee shops across the country.The emergence of localized offerings,incorporating elements like tea and flowers,has become the new norm,imparting a distinctive flair to the evolving coff